通路多重特性對消費者知覺與購買意願影響關係之研究

A Study of the Effects of Multiple Distribution Channels on Consumer's Perception and Purchase Intention

廖國鋒(G. F. Liaw) ； 溫淑雲(S. Y. Wen)

《紡織綜合研究期刊》 21卷3期 (2011/07) Pp. 56-70

https://doi.org/10.6439/TTRJ.201107.0056

摘要

在傳統實體商店購物一直是我們習慣的消費行爲，但網路逐漸被視爲是一個商業交易的工具，也使得許多業者想利用網路來發展甚至擴展其事業。當消費者對通路特性產生認知態度後，應會形成自我的知覺價值觀，作爲其購物決策的依歸；知覺風險亦是消費者在從事消費行爲時容易產生的，其知覺到的風險會左右購買意願，透過實證研究了解通路的六個特性空間性、時間性、互動性、服務性、交易安全性及價格公開性是否與消費者的知覺價值及風險息息相關。本研究以流行服飾爲探討標的，以便利抽樣方式進行調查，發出540份問卷，回收扣除無效問卷後，有效問卷爲468份，在統計分析上採用LISREL線性結構關係模式進行假設驗證，實證結果顯示，知覺價值、知覺風險與購買意願有顯著關係；而通路特性中的空間性、時間性、服務性及交易安全性與知覺價值有正向顯著關係，互動性與價格公開性雖然有正向關係卻未達顯著。與知覺風險關係中，只有時間性、服務性與交易安全性有顯著負向關係。通路型態的不同，對於知覺風險與購買意願及知覺價值有顯著差異。

關鍵字

通路特性 ； 知覺價值 ； 知覺風險

並列摘要

Shopping in the traditionally physical stores has always been our habitual purchase behavior while the Internet is increasingly considered as a vehicle for commercial transactions. Also, the Internet stimulates many retailers to expand their business. When consumers are aware of channel characteristics they should form perceived values as standards for their buying intention. Perceived risks are produced when consumers are carrying out purchasing action and they also affect consumers' purchasing intention. Through empirical research we aim to find whether six characteristics-space, time, interaction, service, transactional security, and price openness-are relevant with consumers' perceived value and risks are realized. In addition, after consumers assess channel characteristics due to different channel types, we hope to find whether perceived value and risks have effect on purchasing intention. The purpose of this study is to discuss fashion clothing and utilized a convenient sample to conduct the survey. Of the 540 surveys distributed, deducting questionnaires that contained missing data and were unsuitable, 468 were accepted as valid samples. After analyzing the model by LISREL, we found that perceived value and perceived risks have significant influence on purchasing intention; Of channel characteristics, space, time, service, and transaction security have significantly positive effect on perceived value. While interaction and price openness have positive relationship they are not significant. Only time, service, and transaction security have negative effect on perceived value. With different channel types, perceived risks have significant effect on purchasing intention and perceived value.

並列關鍵字

Channel characteristic ； perceived value ； perceived risk